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Webinar Recap // FACEBOOK ADS: Spend Less to Sell More

Leverage Global Partners and social media expert Katie Lance recently teamed up for the October 1st, 2015 event of our monthly webinar series. In this installment, FACEBOOK ADS:  Spend Less to Sell More, Katie discussed how real estate professionals can utilize Facebook advertising to enhance their overall marketing and branding strategy.

Facebook Pages Must-Haves:
1. Contact info
2. Area you work in
3. Consistent, daily content
4. Images and video
5. Facebook ad plan

“Batching Your Content” Ideas:
– Fun Friday
– Market Update Monday
– Throwback Thursday #TBT
– Flashback Friday
– Inspiration Saturday

Tips:
– Schedule content in advance
– Use a content grid
– Determine your target audience – someone likely to move, recent homebuyer, recent mortgage borrower, etc.

Ad targeting could include:
– Custom audience – populate an existing custom audience to analyze it
– Location
– Age and gender
– Interests
– Connections – include or exclude your own fans
– Advanced – filter for behaviors, language, relationship status, education, work, financial, home, market segments, parents, politics, life events and device owners

Split test your ads:
– Start with at least five images per ad set
– Write at least two ad texts
– Write at least two headlines
– From here, you’ll have 5 x 2 x 2 = 20 ads

Custom audiences and re-targeting
– You can create a target audience OR you can create a custom audience
~ Download your database and then upload it (a .CSV file) to create a custom audience (or sync with MailChimp)
– Create a custom pixel – embed it into your website. Every time someone lands on your page they will see your ad
– Go to facebook.com/ads

Figuring out your Facebook ad budget:
– Start here: Boosted posts
~ Boost posts with links back to your site (i.e. blog posts, videos)
~ $5-10 per boost to start
– Additional ads:
~ Promote open houses or listings
~ Promote market reports
~ Promote your email newsletter, video blog, etc.
~ $100 budget for 7 days to start

What are Facebook dark posts?
– A Facebook ad that looks like a post – but doesn’t appear on your business page
– Why would you do this versus boosting a post?
– Dark posts allow you to run the exact same ad multiple times with different audiences
– By doing this, you won’t be spamming everyone who likes your page with the same ad multiple times
– More information about dark posts: katielance.com/facebookdarkposts

Images are everything:
– Your images cannot have more than 20% text
– Use this tool: https://www.facebook.com/ads/tools/text_overlay
– Use stock photos that are royalty free (Flickr Creative Commons, FreeImages.com, Shutterstock.com)
– Use relevant and eye-catching images
– Use canva.com to create images

Little things that make a huge difference with Facebook ads
– Retarget website viewers with AdRoll.com
– Trial and error – test, test, test
– Think like a customer
– Text – under 90 characters
– Use landing pages (LeadPages.net)
– Use Audience Insights

Video ad tips on Facebook:
– Upload your video directly into Facebook (not a YouTube link)
– 1-2 minutes max
– Include a call to action and link at the end
– Create playlists for videos and run video ads

Follow Facebook for Business page for helpful tips

Next Steps:
Plan – Get your social media strategy in place for next year – especially your Facebook plan of attack
Budget – Get your Facebook ad budget in place for next year
Implement – start small – start boosting posts $5-10 each to monitor results
Optimize your ads: katielance.com/facebookads

Join Katie Lance’s #GetSocialSmart page: facebook.com/groups/GetSocialSmartWithKLC

For all of the great takeaways, view the full webinar video below!

WATCH THE WEBINAR VIDEO // FACEBOOK ADS

  • Topics:
  • Arts & Culture
  • Entertaining at Home
  • Killer Views

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            [title] => Webinar Recap // FACEBOOK ADS:  Spend Less to Sell More
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            [date] => 2015-11-21
            [lead_in] => Leverage Global Partners and social media expert Katie Lance recently teamed up for the October 1st, 2015 event of our monthly webinar series. In this installment, FACEBOOK ADS:  Spend Less to Sell More, Katie discussed how real estate professionals can utilize Facebook advertising to enhance their overall marketing and branding strategy.
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Facebook Pages Must-Haves:
1. Contact info
2. Area you work in
3. Consistent, daily content
4. Images and video
5. Facebook ad plan

“Batching Your Content” Ideas:
– Fun Friday
– Market Update Monday
– Throwback Thursday #TBT
– Flashback Friday
– Inspiration Saturday

Tips:
– Schedule content in advance
– Use a content grid
– Determine your target audience – someone likely to move, recent homebuyer, recent mortgage borrower, etc.

Ad targeting could include:
– Custom audience – populate an existing custom audience to analyze it
– Location
– Age and gender
– Interests
– Connections – include or exclude your own fans
– Advanced – filter for behaviors, language, relationship status, education, work, financial, home, market segments, parents, politics, life events and device owners

Split test your ads:
– Start with at least five images per ad set
– Write at least two ad texts
– Write at least two headlines
– From here, you’ll have 5 x 2 x 2 = 20 ads

Custom audiences and re-targeting
– You can create a target audience OR you can create a custom audience
~ Download your database and then upload it (a .CSV file) to create a custom audience (or sync with MailChimp)
– Create a custom pixel – embed it into your website. Every time someone lands on your page they will see your ad
– Go to facebook.com/ads

Figuring out your Facebook ad budget:
– Start here: Boosted posts
~ Boost posts with links back to your site (i.e. blog posts, videos)
~ $5-10 per boost to start
– Additional ads:
~ Promote open houses or listings
~ Promote market reports
~ Promote your email newsletter, video blog, etc.
~ $100 budget for 7 days to start

What are Facebook dark posts?
– A Facebook ad that looks like a post – but doesn’t appear on your business page
– Why would you do this versus boosting a post?
– Dark posts allow you to run the exact same ad multiple times with different audiences
– By doing this, you won’t be spamming everyone who likes your page with the same ad multiple times
– More information about dark posts: katielance.com/facebookdarkposts

Images are everything:
– Your images cannot have more than 20% text
– Use this tool: https://www.facebook.com/ads/tools/text_overlay
– Use stock photos that are royalty free (Flickr Creative Commons, FreeImages.com, Shutterstock.com)
– Use relevant and eye-catching images
– Use canva.com to create images

Little things that make a huge difference with Facebook ads
– Retarget website viewers with AdRoll.com
– Trial and error – test, test, test
– Think like a customer
– Text – under 90 characters
– Use landing pages (LeadPages.net)
– Use Audience Insights

Video ad tips on Facebook:
– Upload your video directly into Facebook (not a YouTube link)
– 1-2 minutes max
– Include a call to action and link at the end
– Create playlists for videos and run video ads

Follow Facebook for Business page for helpful tips

Next Steps:
Plan – Get your social media strategy in place for next year – especially your Facebook plan of attack
Budget – Get your Facebook ad budget in place for next year
Implement – start small – start boosting posts $5-10 each to monitor results
Optimize your ads: katielance.com/facebookads

Join Katie Lance’s #GetSocialSmart page: facebook.com/groups/GetSocialSmartWithKLC

For all of the great takeaways, view the full webinar video below!

WATCH THE WEBINAR VIDEO // FACEBOOK ADS

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